(Part two of a seven-part business coaching series on sales strategies that work for small business.)

In part one of this series we looked at some hi-impact communication secrets that can help boost sales in your small business. Today we’re going take those communication secrets one step further, starting with a case study.

Case Study:

Susan needs your product/service, now! But she’s not going to come right out and give you that piece of information.

As a professional sales person, you need to unravel the mystery of who is (and who is not) ready to buy what you have to sell – before they shop around and buy from your competitor.

The faster you uncover what your clients’ real needs are, and communicate how your product or service can satisfy them, the faster you’ll be able to capture your fair share of the market.

• Have you ever wished you had the ability to read a prospect’s mind?
• If you knew what Susan was thinking and feeling while she was shopping in your store, how would your behavior change based on this intelligence?

We’re about to unveil a secret way for you to make a good first impression with every person you meet from this day forward.

• If Susan spoke a different language than you, would you continue speaking in your preferred, familiar language?
• Or would you attempt to communicate to her using the language she knows and is comfortable with?

There are four main ways that determine how a person best receives and processes information, and communicates with others.

Just like a different language, each of us has a “preferred” way of communicating. We call this a Language Pattern.

Below is a general guide to let you know what each type of person is looking for when he/she is communicating with you.

4 Language Patterns

Grab four index cards and write each of the following Language Patterns on separate cards.

VISUAL - This person wants to see what it is you are talking about, whether in actual physical form or through a well-constructed analogy that allows him/her to “virtually” picture things.

AUDITORY - This person will listen intently to hear what it is you are trying to convey to him/her.

KINESTHETIC - This person prefers to utilize a “hands-on” approach to learning or to grab hold of something tangible in order to understand concepts or how something works.

DIGITAL - This person responds best when there is a “step-by-step system” where he/she can analyze the process before making a decision to move forward with any new knowledge.

NOW… TAKE ACTION!

How would you alter your regular sales presentation based on each of the four Language Patterns?

Begin identifying each of your prospects’ preferred Language Patterns throughout the upcoming week.

Once you uncover each preferred Language Pattern, you’ll be able to alter your own sales presentation and communication style based on how each prospect prefers you to communicate with him/her.

In part three of this series of business coaching articles, we’ll share a case study for you so you can learn how to use the right words at the right time with the right person. We’ll begin to reveal the different types of preferred words to use for each of these four Language Patterns.

Deborah Micek is known as the “Business Communication Coach” by business owners around the world thanks to members of the Business Owners Coaching Club™.

Official Life Coach for the Dream Makeover Hawaii TV show aired on NBC, internationally published author and weekly columnist for the business section of the Honolulu Star Bulletin. Deborah is a managing partner with the international small business coaching company RPM Success Group Inc.®

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